Text messaging may be a less satisfying communication option —due to its emotional superficiality, the inability to deciphernuance or sarcasm, and its use to avoid actual conversation.
But today's tech-savvy, forward-thinking insurers have littlechoice but to incorporate texting (along with app-based messaging)into their prospecting and customer relationship management plansas texting is overwhelmingly popular among consumers, especiallymillennials.
Consider how far text messaging has come in roughly two decades,based on 2015 reporting:
97% of Americans sent and received at least one text message aday, according to the Pew Research Center.
Worldwide, consumers sent about 23 billion text messages a day,or 16 million per minute, according to Portio Research.
Text messages have a 98% open rate, while email has only a 20%open rate, according to Mobile Marketing Watch.
"Text messaging has proven itself to be a superior communicationplatform," software blogger Juebong Khwarg recently wrote. "It'sfast, it's accessible and it's multi-functional."
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Elana Ashanti Jefferson
Elana Ashanti Jefferson serves as ALM's PropertyCasualty360 Group Chief Editor. She is a veteran journalist and communications professional. Reach her by sending an e-mail to [email protected].
